Tag Archives: bull

Jupiler is probably the most popular beer in Belgium, in terms of hectolitres consumed. If you thought that every Belgian sat in their local cafe sipping Trappistes Rochefort 8s (#31), or Orvals (#37) then you are sadly mistaken. As with any country nowadays pale lagers are king, and Belgium is no exception. The name of the beer comes from the town in which the Piedboeuf brewery is based; Jupille-sur-Meuse, once a municipality itself, but now rather subsumed by the city of Liege.

The logo of Jupiler is that of the bull, and is very much marketed at the male gender in Belgium. The beer is the main sponsor of the top Belgian football division, and has also sponsored the Belgian national football team. I don’t need to sum up how Jupiler represents the masculinity of its drinkers, as no better illustration exists than the marketing contained within the official website. Enjoy…

Jupiler has an outspoken image of masculinity, courage and adventure. Furthermore, Jupiler understands men like no other brand and shares their best moments. This combination of male bonding, self-confidence and self-relativation, speaks to all men and makes Jupiler an ally on their road through life.

Jupiler is the official sponsor of the highest Belgian football division, the Jupiler League, and also supports the Belgian national football team. Just like football, Jupiler is all about competence and ruggedness, effort and reward, team spirit and… festivity!

Aside from understanding exactly what constitutes ‘self relativation’, I am keen to know what exactly Jupiler contains that ensures my ‘competence and ruggedness’. It is in truth a pale lager made from maize which has very little flavour. I drunk this beer while enjoying a cottage in rural Devon. Had it been even faintly drinkable I might have managed to quaff half a crate, beat my chest and go fight with a few locals but it had barely touched the sides before I decided to quickly move onto another beer that tasted of something. So far plenty of effort, and very little reward. What a load of bull.